A Study On Online Shopping Dissonance Among College Girls with Reference to HEI'S

Abstract

access to a vast array of goods and services. However, this digital landscape frequently givesrise to cognitive dissonance, a psychological discomfort stemming from a mismatch between acustomer's pre-purchase expectations and their post-purchase reality. In the context of onlineshopping, this "dissonance" manifests as a feeling of regret, uncertainty, or dissatisfaction after apurchase, often referred to as "buyer's remorse." It occurs when the actual product or experience doesn’t align with the consumer's initial beliefs, values, or expectations. This study specifically investigates how dissonance affects women, a significant demographic in e-commerce who often prioritize aesthetic, fit, and tactile attributes. We identified key sources of dissatisfaction, including misleading product visuals, inconsistent sizing, perceived quality discrepancies, and inadequate product information. These issues, combined with the inherent limitations of the online medium and challenging post-purchase processes like returns, are major drivers of cognitive dissonance. Consumer behavior is always dynamic and changes with time, with each global revolution bringing about some changes in how people shop and how marketers adapt. The current major revolution is the emergence of universal global connectivity, which has had a significant impact on digital marketing and consumer choices. As a result, consumer behavior has changed unrecognizably over time and will continue to do so in the future. To address these challenges, we propose solutions such as leveraging advanced visual technologies, implementing sophisticated fit prediction tools, streamlining logistics, and fostering transparent communication. By addressing these critical areas, e-commerce platforms can significantly mitigate cognitive dissonance, thereby enhancing customer satisfaction, fostering loyalty, and ensuring sustainable growth in the dynamic online retail environment.